Nawaal Deane and Ntuthuko Maphumulo The first in-depth investigation into the efficacy of South Africa’s Aids awareness campaigns on the country’s youth shows that while the information is getting through, few believe it applies to them. The survey, conducted by the Beyond Awareness Campaign, reveals that most young people see HIV as a threat to society, but at the same time believe that they cannot become infected. When asked whether HIV is a threat to society, 82% agreed, but only 17% of the youth surveyed nationwide were concerned that they could become infected. In the Eastern Cape, 52% believed they were prone to infection, compared with only 3% in Gauteng. The research warns that although the youth have considerable knowledge about HIV/Aids an over-emphasis of this information is unlikely to lead to further progress and could even dull interest in HIV/Aids issues. Youth in the rural and poor communities without access to anything other than once-off campaigns lag behind their urban and wealthier counterparts in almost all indices of prevention and care. The survey found that access to information has not changed behaviour significantly, with some parts of the country – particularly the rural areas of KwaZulu-Natal and Eastern Cape – showing indications of resistance to condom use. Almost 80% of those polled nationally had received information about the disease from television or radio. Comparative figures for other sources of information were 15% for road signs, 27% for taxis, plays (23%) and newspapers (59%). The report says there is a direct relationship between the promotion of HIV preventative behaviour and the availability of services and resources on the ground. For example, the promotion of condoms where they are unavailable or available irregularly will serve little purpose. Attitudes towards HIV/Aids in rural areas have slightly changed but there is still a stigma attached to people living with HIV/Aids. In the words of a school principal in rural Eastern Cape: “Here, if you have TB [tuberculosis], you have Aids. In the township, if you have TB you don’t hide it. Nurses come and visit, there is information on TV. Here people hide it … you are a black stain. You are treated differently. At traditional gatherings you cannot drink from the same jug.” The report is optimistic that the youth show signs of intention to change, actual change and advocacy for change in both prevention and care. Broadcast media is the most effective, but the research found that it underplays alternative risk-prevention options such as being faithful to one partner, abstinence and the delay of the onset of sexual experience. A surprisingly high proportion of youth, especially women, who are ambivalent about sexual relationships find the option of abstinence attractive, but this is not an option supported by the media – quite the reverse.
“There is strong evidence that a range of key messages have been internalised, and that contrary to much public and professional opinion youth response to HIV/Aids is significant and gives cause for optimism,” explains Warren Parker, general manager of the Beyond Awareness Campaign. The Beyond Awareness Campaign’s researchers were led by Dr Kevin Kelly of Action Research Connection. He was assisted by Adelaide de Broize, Mary van der Riet, Belinda Wort, Pia Mngomezulu, Sue Sedumedi and Adeline Squires